Event Advertising
How do you advertise an event?
Event advertising means paying to put your event in front of people who have not heard of it, and using your own channels to reach the people who have. The best mix depends on your audience and your budget. No single channel is best for every event.
This guide explains the main channels, how to divide a budget without a magic formula and how to measure results. It does not give prices, because costs vary by channel, audience and season.
Updated by the Eventdex team
4.7/5 from 39 reviews on each
Paid, owned and earned channels
Advertising is one part of promotion. It helps to name all three kinds of channel so you can tell what you are paying for.
| Kind | What it is | Examples | Main cost |
|---|---|---|---|
| Paid | You pay for reach | Search ads, social ads, sponsored newsletters, display ads | Money |
| Owned | Channels you control | Email list, website, social profiles, event app | Time |
| Earned | Others share for you | Speaker shares, partner posts, press coverage, word of mouth | Relationships |
Ways to advertise an event
Choose by where your audience pays attention. A cheap channel they do not use costs more than an expensive one they do.
Search ads
Show your event to people who are looking for something related. Good when your topic matches what people type.
Social ads
Target by interest, role or location. Good for reaching people who do not know you yet.
Sponsored newsletters and industry sites
Pay to reach a list that already trusts the publisher. Good for niche professional audiences.
Retargeting
Show ads to people who visited your event page but did not register. It reminds interested people.
Email to your own list
Not an ad in the paid sense, but usually the most direct route to registrations.
Invitation email templatePrinted and local media
Posters, local listings and community boards suit local events. Add a QR code so you can see who responds.
QR codes for events
How to split an advertising budget
There is no standard split. Anyone who gives you a fixed percentage has not seen your audience. Use this logic instead.
Fix the total first
Decide what the whole event marketing budget is, from the event budget. Advertising is a share of that, not an add-on.
Event budgetPut owned and earned channels first
They cost little and reach the most likely attendees. Use ads to extend, not replace them.
Start small on two channels
Test with a modest amount on two channels for a week or two. Do not spread thin over six.
Move money toward what registers people
After the test, shift budget to the channel with the lowest cost per registration.
Keep a reserve
Hold some back for the last two weeks, when interest tends to peak.
How to measure event advertising
You need to know which ad brought which registration. That takes a little set-up before the first ad runs.
Give each channel its own link
Add tracking tags to the registration link for each ad and each email, so each source shows up separately.
Count registrations, not clicks
Clicks are cheap and tell you little. Registrations and, where relevant, attendance show results.
Work out cost per registration
Divide what you spent on a channel by the registrations it brought. Compare channels on this one number.
Where Eventdex fits
Eventdex's pages describe registration pages, customizable email templates, an event mobile app and analytics. Eventdex's pages do not describe running or managing ads, so you buy and run ads in the ad platforms you choose and send the traffic to your registration page. Ask the Eventdex team how tracking tags and reports work for your event.
The Eventdex platform
Where ads send people, and how you review them
- Registration and ticketingRegistration pages with free, paid or donation-based tickets.Learn more about Registration and ticketing
- Event mobile appThe schedule and announcements in attendees' pockets.Learn more about Event mobile app
- Event analyticsReports to judge which efforts brought people in.Learn more about Event analytics
- Event technologyHow the tools around an event fit together.Learn more about Event technology
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FAQ
Event Advertising: common questions
What is the best way to advertise an event?
It depends on your audience. Start with your own email list and partners, then add one or two paid channels where your audience spends time. Test, then move money to what works.
How much should I spend on event advertising?
There is no standard figure. Set it as part of the event budget, test small and put more behind channels that bring registrations at a cost you can accept.
What are creative ways to advertise an event?
Speaker video clips, retargeting ads for page visitors, sponsored newsletters in your niche and local posters with a QR code. Creative here means well matched to the audience.
How do I know if my ads worked?
Use a separate tracked link for each ad, then compare registrations and cost per registration by channel.
Does Eventdex run ads for events?
Eventdex's pages describe registration, email templates, an app and analytics. They do not describe running or managing advertising campaigns.
Send your ads to a page built to register
Start with a free interactive floor plan, or talk to an event specialist on +1 (866) 434-5088.